The BAV Research Pod is a dedicated intelligence hub that leverages WPP’s BrandAsset® Valuator (BAV), the world’s largest, most enduring study of brand equity, to unlock advanced methodologies and strategic efficiencies. In its inaugural paper, the pod tackles the millions of dollars wasted annually on redundant brand-tracking surveys. By developing a predictive methodology that analyses historical BAV data, the team successfully simulated roughly half of the standard surveys with no loss in accuracy, even a year later. The result is a dynamic roadmap that tells brands exactly where consumer perception is moving, allowing them to eliminate redundant fieldwork and shift budgets to where measurement actually drives value.
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Jaclyn is a Senior Data Scientist and Chartered Statistician, holding a Ph.D. in Applied Statistics. Her work focuses on bridging advanced statistical modelling with real-world applications, translating complex data into meaningful, actionable insight. She has a strong background in both theoretical research and applied data science, specialising in time series forecasting, causal analysis, and machine learning for large-scale, high-dimensional data.
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Ted co-leads WPP Research and serves as Head of Data Science at Satalia. He is an Assistant Professor in the Department of Marketing and Communication at the Athens University of Economics and Business. His research spans scalable algorithms for multimodal data, synthetic data generation, simulation-based verification for AI agents, and information diffusion and collective intelligence in expert networks.
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Rafaela is a Senior Data Engineer and Architect at Satalia and part of the WPP Research team, where she builds the data foundations that enable AI solutions to perform at scale. With 8 years in data systems and a background in Control Systems Engineering, she has worked with multiple clients across retail, mining, metallurgy, marketing, and telecom, covering data lakehouse architectures, data governance, and end-to-end system design. She also co-hosts Entre Chaves, a Brazilian software development podcast.
